Travel decision-making - The SOMOAR conceptualisation

Most state-of-the-art approaches for the analysis of the process of travel decision-making follow Woodworth’s (1929) neo-behaviouristic S–R or S-O-R (stimulus-organism-response) approach Mehrabian and Russell (1974). Within this model, they hereby focus on the S-R relationship, investigating specific decisions by means of describing or explaining an outcome as the result of an input of a number of stimuli. This paper expands this body of literature: we bring forward a conceptual microscopic model focusing on the organism (‘O’) domain of decision-making. For that, we induct a holistic concept by deducting insights from existing theories.